1	Spinning the web Bill Thompson www.andfinally.com bill@andfinally.com
2	Then and now 2001 The beginnings of broadband Britain Net use a minority occupation Access over dialup: slow and unreliable Online publishing a specialist skill 2005 Nearly six in ten households online Easy access to reliable fast(ish) connections Not quite pervasive, but getting there Time for an e-election… as Steve’s data shows
3	Online campaign Heavy use of core technologies Websites, blogs, email Campaigns relied on the Net Reaching party workers Providing press information Co-ordinating activity Little coverage in print/broadcast media Although the self-referential conversation continues online
4	Why so little coverage? No blog breakthrough No big story broken online No need for mainstream media to refer to blogs Tools used behind the scenes Organising and motivating No real hook for news coverage Stories had non-net edge Labour poster campaign was the story, not the use of email
5	What worked Information and background Theyworkforyou, Publicwhip Advice ‘Who should you vote for’ Tactical voting Remix culture Adbusting Interesting that no games went viral Remember Prescott from 2001
6	Missed chance This was an e-election Campaigns relied on technology Voters used online services Little coverage means no real record Researchers, psephologists will have to look hard for data By 2009 the Net will be invisible Who describes stamps when talking about postal voting?
7	Thank you More at www.andfinally.com